Why the Mac may be poised for double-digit market share

As an analyst who studies the PC personal computer industry amongst many other categories, it's been fascinating to watch the story of the Mac unfold.

At a high-level, based on many of the theories taught in business school, the Mac should not be gaining share against the once dominant Windows PC ecosystem. For the 2000-2010 sales period, the Mac averaged 3% share of annual sales. Now, at the end of 2014 the Mac was just over 6%. It's been steadily rising as a percent of annual PC sales. I genuinely believe Apple's share of the PC industry is poised for growth but what dynamics have changed from a decade where they averaged 3% to a new era where they are poised for growth?